揭露化石燃料公司如何通过隐蔽广告误导左翼社区，转移环保批评。
Fifty Shades of Greenwashing: The Political Economy of Climate Change Advertising on Social Media
- 用大模型+人类标注+贝叶斯模型识别1100万条社交广告中的绿色洗白内容。
- 发现化石燃料关联组织秘密投放绿色洗白广告，主要针对有化石燃料资产的左翼群体。
- 揭示政治性绿色洗白新形式，但对全国舆论影响有限。
本文提出一种新型绿色洗白（即气候相关虚假信息）测量方法，分析了Meta广告数据集中的1100万条社政广告。研究结合大语言模型、人工标注与贝叶斯项目反应理论，识别出绿色洗白内容具有多样主体和成分，尤其发现一种由化石燃料公司及利益集团推动的“政治性绿色洗白”形式。基于广告定向数据，发现大量此类广告由与化石燃料产业存在未披露关联的组织发布，且主要针对拥有化石燃料资产的左翼社群进行精准投放，但未发现显著影响全国公众舆论的证据。
原文摘要 · Abstract (English)
In this paper, we provide a novel measure for greenwashing -- i.e., climate-related misinformation -- that shows how polluting companies can use social media advertising related to climate change to redirect criticism. To do so, we identify greenwashing content in 11 million social-political ads in Meta's Ad Targeting Datset with a measurement technique that combines large language models, human coders, and advances in Bayesian item response theory. We show that what is called greenwashing has diverse actors and components, but we also identify a very pernicious form, which we call political greenwashing, that appears to be promoted by fossil fuel companies and related interest groups. Based on ad targeting data, we show that much of this advertising happens via organizations with undisclosed links to the fossil fuel industry. Furthermore, we show that greenwashing ad content is being micro-targeted at left-leaning communities with fossil fuel assets, though we also find comparatively little evidence of ad targeting aimed at influencing public opinion at the national level.
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